Now real estate agents can easily post their listings online to attract a more global audience.. Having an online real estate Web site can benefit you in two ways: 1 increased exposure f
Trang 172 Real Estate Site
O VERVIEW OF B USINESS
The Internet has revolutionized the way real estate agents are doing business Traditionally, real estate agents would publish their listings in home buyer pub-lications, on television, and in monthly newsletters that they may distribute throughout the area that they represent Now real estate agents can easily post their listings online to attract a more global audience Having an online real estate Web site can benefit you in two ways: (1) increased exposure for your real estate listing, and (2) increased exposure for your services
There are two ways that you can approach this type of business If you are
a real estate agent, you can launch your site to target potential clients in a specific geographic location This is the most common approach taken by many real estate agents Your second option is to offer your services to a larger geo-graphic location such as the United States or North America As a real estate agent, you cannot possibly represent the interests of homebuyers on a national level, but you can provide other real estate agents with the opportunity to pub-lish their real estate listings on your site You can then earn a commission from each sale that resulted from a referral from your site This is an easy way to earn additional income from your real estate business
S KILLS N EEDED
Similar to an offline real estate agent, in order to sell real estate online you will have to be licensed to do so by the area that you represent Knowledge of vari-ous online advertising techniques would also be an asset
C OST TO S TART T HIS B USINESS
Initially you will have to pay for the development, design, and hosting of your Web site, computer hardware, computer software, a printer, a scanner, and a digital camera If you currently have some of these items, your initial start-up costs will be considerably lower A major cost that you will incur is associated with the development of the database that will contain your real estate listings
If you are going to include only your own listings, this will not be that expen-sive; however, if you are planning to offer your services to agents across a wide geographic span, it will cost significantly more You will also have to design some sort of tracking system to track your referrals to the agents that you represent You might consider purchasing comprehensive Web traffic analysis software, which will enable you to track where your Web site visitors are com-ing from This information can be quite beneficial for future marketcom-ing pur-poses Other costs that you will incur are related to the promotion of your Web site Estimated cost is $10,000 to $60,000 to start
Trang 2N UMBER OF E MPLOYEES N EEDED TO S TART
The approach you take to operating this business determines how many em-ployees will be needed If you are going to represent only your own real estate listings online, you will need one employee—yourself If you are targeting a wide geographic span, one to three employees will be needed They will handle the offline and online promotion, fulfill service requests, and take care of all administrative tasks involved with running the day-to-day business operation
I NTERNATIONAL P OTENTIAL
This type of business has very high international potential, as people planning
to relocate to the area(s) that you represent may be interested in your real estate listings
E-B USINESS M ODEL /P AYMENT P ROCESSING M ETHOD
A hybrid of e-business 4 would be appropriate for this type of business Since you will not be taking any payments online, there is no need for online payment processing capabilities; however, if you are enabling real estate agents to up-date their listings on your site, you will need a fully integrated database of real estate listings For more information, see Part 1
I MPORTANT B USINESS I SSUES TO B E A DDRESSED
There are several business issues to be addressed when operating this type of business Like a traditional offline real estate listing, you should ensure that all listings you place on your Web site are accurate and are not misleading If anything changes with the listing (e.g., the price changes, features change, it is
no longer for sale or is sold), you should update your site immediately with the new information For example, if you sell a house but don’t update your listing with this new information, potential buyers may contact you When you tell them that the sale has been made, they may be discouraged from ever visiting your site again
If you enable real estate agents to post their listings on your site, you are going to have to develop a system to track and monitor who is posting what on your site First, you should make sure that you don’t allow people to post list-ings on your site if they are not licensed real estate agents Since agents will be able to update their listings on your site with images and text, you are going to have to set up a password-protected area where they will be able to enter your database to manipulate information To easily track your clients, you might consider using their real estate license number as their unique ID This would make it easy for you to reference them when searching through your database Each listing on your site should have a unique listing number If visitors are interested in a listing on your site, they can choose to have a real estate agent contact them about the listing by filling out a simple form that will integrate
Trang 3with their selection to include the listing number Once you receive the request,
it is your responsibility to contact the agent to inform him or her of the interest
in their listing This will be an easy way to keep track of your referrals
O NLINE M ARKETING T ECHNIQUES
• Launch a strategic banner advertising campaign on Web sites frequented
by your target market These sites could include relocation and moving sites, real estate sites, home buyer sites, and sites targeted toward par-ticular geographic locations These are the types of Web sites that will
be viewed by your target market
• Develop as many links as possible from Web sites, directories, and meta-indexes related to moving, real estate, and home buying You should also try to develop links from sites targeted to the geographic locations that you represent
• Participating in newsgroups and discussion forums related to real estate
or the geographic area that you represent would be quite effective Through providing valuable contributions, you will be able to exercise your professionalism and capture the attention of your target audience Make sure you include a cleverly designed signature file in all of your postings This will act as an advertisement for your services
• Participating in mailing lists related to your target market would be a great way to encourage people to visit your site Make sure you provide
a valuable contribution and include your signature file
• Develop a sponsored listings campaign to bid on appropriate keyword phrases with the popular search engines
• Develop a viral marketing strategy where people can “Tell a Friend about This Listing” via your site This will spread the word about your site
• You could have a featured real estate listing on your site If you repre-sent multiple locations, you could have a featured listing for each loca-tion People will return to your site repeatedly to view the featured listing You could ask people if they would like to be notified via e-mail when-ever you update your featured listing This would be a great way to encourage visitors to return to your site
Trang 4• You could ask new homebuyers if they would like to be notified via e-mail whenever a new listing is posted to your site for a specific town
or city that you represent For example, if a couple were interested in buying a home in Houston, Texas, you could notify them via e-mail whenever a new listing is added for the Houston area This would be a great way to stay in touch with your target market
For a more detailed description of these techniques, along with many other
effective online marketing methods, I recommend the companion book 101 Ways to Promote Your Web Site You can also find tons of free resources at http://www.susansweeney.com/resources.html.
A DDITIONAL I NCOME
In addition to displaying real estate listings on your site, you could also sell advertising space to noncompeting businesses that target the same audience This is a great way to earn additional income for your site
O NLINE E XAMPLES
Realtor.com
http://www.realtor.com
This is a dynamite site that targets a North American audience They have a huge integrated database of real estate listings, which is easily traced using individual number IDs for each listing
HomeSeekers.com
http://www.homeseekers.com
This is a great site that has listings for residential and commercial real estate They host a contest for a vacation getaway directly on their site This is a great way to encourage repeat traffic to their Web site
73 Resume Writing Service
O VERVIEW OF B USINESS M ODEL
The key to catching the attention of a potential employer and securing an inter-view for a job is to have a well-written and well-designed resume Although this may not seem that complicated, many people don’t know how to effectively
Trang 5write a resume, a cover letter, or a thank you letter If you have good writing skills and know how to write effective resumes and business letters, this busi-ness opportunity could be perfect for you
How do you operate this type of business? You can easily accept service requests via the Internet In order for you to write a resume for a client, you will have to have accurate information regarding past education, work experience, and interests You could obtain this information via e-mail, telephone, or a personal interview You could develop a generic questionnaire that you send to your clients, asking them to provide you with all of the information that you need It’s as easy as that
To speed up the process, you could develop a database of resume design templates that you could easily complete with your client’s information Simi-larly, you could develop a database of templates for cover letters and thank you letters This would enable you to customize and complete a project for your client within hours
S KILLS N EEDED
Excellent writing skills and knowledge of effective resume writing techniques are necessary assets for operating this type of business
C OST TO S TART T HIS B USINESS
Initially you will have to pay for the design, development, and hosting of your Web site, computer hardware, computer software, a scanner, and a printer If you currently have some of these items, your initial start-up costs will be ad-justed accordingly You will also have to purchase quality resume paper to print your finished product Although this cost is not significant, it will be more than traditional overhead Other costs that you will incur are related to the promo-tion of your Web site Estimated cost is $3,000 to $5,000 to start
N UMBER OF E MPLOYEES N EEDED TO S TART
The number of employees needed to run this type of business is one part-time employee You can work at this business in your spare time while working at your current job
I NTERNATIONAL P OTENTIAL
This business has strong international potential People from all over the world would be interested in your resume-writing services, with the exception of coun-tries that communicate using a different language than you do
E-B USINESS M ODEL /P AYMENT P ROCESSING M ETHOD
E-business level 1 would be appropriate for this type of business For more information, see Part 1
Trang 6I MPORTANT B USINESS I SSUES TO B E A DDRESSED
When you accept a service request from a client and you complete a project, it
is recommended that you receive payment at the time you deliver the finished product If you provide digital copies, you might want to receive payment be-fore delivery is made electronically
If you are shipping your completed resume product to your clients, you should ensure that the resumes are packaged appropriately Postal carriers are not always cautious with their packages, and having a resume with wrinkled paper would not be effective, no matter how well it is written To ensure that your resumes and cover letters are not damaged during the shipping process, it
is recommended that you package them in a file folder or a protective device of some kind
O NLINE M ARKETING T ECHNIQUES
• Develop a comprehensive link strategy You want to generate as many links as possible from Web sites, directories, Web rings, and meta-indexes related to your target market These sites should relate to employment opportunities, job seeking, and business/consumer services It would also
be effective to have your services listed on college and university Web sites, as graduating students could benefit from your services
• Participating in newsgroups and discussion forums related to employ-ment, job seeking, or business/consumer services would be a great way
to generate traffic to your Web site Make sure you use a cleverly de-signed signature file with a catchy tagline A potential tagline could be
“Learn more about our resume writing services Click Here!” You would
be surprised how many people will do what they are told
• You could have your services listed in cybermalls related to your target market Many cybermalls have a section dedicated to employment op-portunities, or business/consumer services Having your site listed in a popular cybermall would provide targeted exposure for your service
• You could develop a strategic banner advertising campaign on Web sites frequented by college or university graduates and job seekers These are the people who would be interested in your services, so a strategic ban-ner advertising campaign would provide your business with targeted exposure
• Develop a sponsored listings campaign to bid on appropriate keyword phrases with the popular search engines
Trang 7• You could launch a job advice column where you could provide visitors with advice on everything from body language with potential employ-ers to how to conduct yourself during the interview process You could also ask visitors if they would like to be notified via e-mail when you update your advice column This would be a great way to encourage repeat traffic to your site
For a more detailed description of these techniques, along with many other
effective online marketing methods, I recommend the companion book 101 Ways to Promote Your Web Site You can also find tons of free resources at http://www.susansweeney.com/resources.html.
A DDITIONAL I NCOME
You could develop additional income for your resume writing business by selling advertising to employers on your site You could have an employment opportuni-ties section on your site where businesses could pay a fee to have their employ-ment listings posted This would be a great way to generate additional income
O NLINE E XAMPLES
Resume.com
http://www.resume.com
Resume.com guarantees that their resumes will get their clients an interview within 30 days or they’ll rewrite it for free! Resume.com makes their resumes stand above the rest by providing clients with the edge that they need to com-pete in today’s job market
A+ Career & Resume Design
http://www.successfulresumes.com
A+ Career & Resume Design (Figure 2.12) is a dynamite business that offers career assessment, skills development, career planning and implementation, resume writing, and interview assistance services
74 Rubber Stamp Business
O VERVIEW OF B USINESS M ODEL
Self-inking stamps have been used for business and personal use for years, and the demand is still strong today If you currently have the equipment and skills
Trang 8necessary to operate this type of business, you can dramatically increase your business via the Internet The Internet provides you with a unique and efficient way to take orders for rubber stamps
So how does it work? You can display the various styles and sizes of rubber stamps that you offer directly on your Web site Visitors should be able to view your entire catalogue of stamps, allowing them to select the ones that they are interested in Once they have selected a particular stamp, they should be prompted to personalize the stamp to suit their needs via a template form, which will be available for each style of stamp The form will ask for informa-tion such as the name (business or personal), address, tagline, and other perti-nent information Once visitors are happy with the rubber stamp design, they will be prompted to place an order that will provide you with all necessary contact and credit card information to complete the purchase Once the order has been submitted, you receive the request and design the stamp to the user’s specifications This type of business runs very smoothly and can generate maxi-mum exposure for your offline rubber stamp business
S KILLS N EEDED
Knowledge of how to develop, design, and produce self-inking rubber stamps would be an asset when operating this type of business
C OST TO S TART T HIS B USINESS
Initially you will have to pay for the design, development, and hosting of your Web site, computer hardware, computer software, a scanner, and a printer If
Figure 2.12 SuccessfulResumes.com is a dynamite professional resume writing business.
Trang 9you currently have some of these items, your initial start-up costs will be re-duced accordingly If you don’t have any of the equipment needed to produce rubber stamps, you will have to purchase it Either you will have to purchase storefront software, equipped with electronic shopping cart features, or you will be responsible for developing this in-house You will also have to pay for the design and development of the rubber stamp template system This is a more advanced Web site feature; therefore, it may be more costly Other costs that you will incur are related to the promotion of your Web site Estimated cost is $10,000 to $60,000 to start
N UMBER OF E MPLOYEES N EEDED TO S TART
The number of employees needed to run this type of business is one full-time individual and potentially one part-time employee depending on the number of product requests that your business receives
I NTERNATIONAL P OTENTIAL
This business has limited international potential due to the cost of shipping your products overseas It may be more economical for international clients to purchase rubber stamps from businesses in their local area due to the added costs of shipping, duties, and tariffs
E-B USINESS M ODEL /P AYMENT P ROCESSING M ETHOD
E-business level 3 would be appropriate for this type of business For more information, see Part 1
I MPORTANT B USINESS I SSUES TO B E A DDRESSED
It is important that you don’t offer a specific rubber stamp design on your Web site that you don’t have in stock If a client purchases a specific stamp and you can’t provide them with what they want in a timely fashion, you could damage the reputation of your business In order to avoid this, it is suggested that you monitor your inventory closely and update your online catalogue accordingly When a customer designs a stamp on your site, you should do whatever you can to ensure that they are completely satisfied with the design before you pro-duce the end product To avoid displeasing your customer, you should have a two-stage review process before any order is submitted—one before the order processing takes place and then another before the order is finalized You should also place a disclaimer on your site that states that customers understand and take full responsibility for the design of the stamp This will protect you if you design a stamp to user specifications and they say that that is not what they ordered It is in your best interest to go through this process to avoid producing multiple stamps for customers
Trang 10O NLINE M ARKETING T ECHNIQUES
• Develop as many links as possible from Web sites, directories, and meta-indexes related to your target market These sites should be related to business products, stationery, or rubber stamps It would surprise you how many rubber stamp-related sites there are on the Internet Many people collect self-inking rubber stamps
• Participating in newsgroups and discussion forums related to business products, rubber stamps, and just business in general would be a great way to generate traffic to your Web site Make sure you use a cleverly designed signature file with a catchy tagline A potential tagline could
be “Check Out Our Rubber Stamps Today!” You would be surprised how many people will do what they are told
• You could have your services listed in cybermalls related to your target market Many cybermalls have categories related to business products, office supplies, and stamps Having your site listed in a popular cybermall would provide targeted exposure for your service
• Develop a viral marketing strategy where people can “Tell a Friend about This Stamp Design” via a link on your site This will spread the word about your site
• Develop a sponsored listings campaign to bid on appropriate keyword phrases with the popular search engines
• You could hold a weekly or monthly contest on your Web site for a free rubber stamp You could ask people if they would like to be notified of the winner via e-mail This e-mail will encourage them to return to your site to reenter your contest, thus reexposing them to your site
For a more detailed description of these techniques, along with many other
effective online marketing methods, I recommend the companion book 101 Ways to Promote Your Web Site You can also find tons of free resources at http://www.susansweeney.com/resources.html.
A DDITIONAL I NCOME
In addition to designing stamps, you could also produce stationery and emboss-ers, and offer engraving services These services would complement your rubber stamp business and could generate additional revenue for your business